SWAY

The Irresistible Pull of Irrational Behavior

We think that we’re rational, but without our realizing it, hidden psychological forces pull us to make irrational decisions. How could the head of safety for an airline cause the worst crash in aviation history? Why did American contestants on Who Wants to Be a Millionaire? have an unfair advantage over their Russian counterparts? Drawing upon research in behavioral economics, the ideas in Sway have been utilized by Genentech and the Chicago Bulls alike. Ori Brafman not only challenges our views of the world but changes the way we think.